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Jerome Grateau Head of Media Platforms, Southern & Eastern Europe, Middle East and Africa Google

The right ad to the right audience The new generation of digital advertising technologies are already here. Jerome Grateau Head of Media Platforms, Southern & Eastern Europe, Middle East and Africa Google. We are just at the beginning…. TV. Internet. Radio. Print. 1836. 1895. 1922. 1941.

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Jerome Grateau Head of Media Platforms, Southern & Eastern Europe, Middle East and Africa Google

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  1. The right ad to the right audienceThe new generation of digital advertising technologies are already here Jerome GrateauHead of Media Platforms, Southern & Eastern Europe, Middle East and AfricaGoogle

  2. We are just at the beginning… TV Internet Radio Print 1836 1895 1922 1941 1990 2010 1450 1927 Tech Content Users Advertising

  3. 1959 Barbie Doll ad

  4. … and complexity will increase significantly A growing audience More websites More channels/format More data 4

  5. The goal is still the same Find the right audience Deliver the right ad

  6. Google vision for Display advertising Simplify Performance Open Integrated platform for greater efficiency Tools to improve advertiser performance Provide open access to the industry

  7. DFA an integrated Buy Side solution already available Ad Planner Planning New DFA / Re-targeting Buying Measure-ment Integrated Workflow DFA Analytics Creative DoubleClick Studio 7

  8. Planning Measure Buying Creative Efficient campaign management and reliable data to analyse with Third Party adserving • Less time wasted • Manage the campaign workflow from start to finish • Manage the trafficking to all sites in your media buy • Access a central repository for creative assets • One system to serve up your rich media and video ads • Numbers you can trust • Consistent counting methodology (IAB, MRC compliant) for all third party ads served through DART • Consistent reporting with DENT/DFP sites • Standard reports across ad served display and search creatives

  9. Measure post-impression and post-click results from campaigns Spotlight Tag Floodlight Tag Track Conversions on Your Ad Campaigns Define what a conversion means to you — a sale, download, filling out a form, etc. One Tag toAggregate All Tags Update your tags without the hassle of changing your landing page code 9

  10. Improve the ROI of your campaign with site-driven re-targeting 1 2 Differentiate customers from prospects Deliver different ads based on past browsing behavior Increase the likelihood for conversions and reduce wasted media spend I click on an ad for Estee Lauder Sensuous I get to the website but I don’t buy anything 4 3 My cookie ID is stored on a re-targeting list within DFA I am served an ad with an incentive on the next exposure

  11. Get a detailed and yet easy-to-understand view of the results of your campaigns 11 11

  12. Create engagement with Rich Media format, leveraging social dimension Volvo - YouTube expandable Masthead with Facebook share & Live Twitter feed – 24hr takeover • 38M impressions • 8.66% interaction rate • 17,000 hours of brand engagement in 24 hours • YouTube viewers who were exposed to the ad were • 16x more likely to view Volvo content on YouTube • 11x more likely to visit the Volvo website • 7x more likely to conduct a Volvo branded query on a search engine 12

  13. Data-driven new Creative approach DoubleClick Ad Planner Planning DoubleClick for Advertisers Buying Measure-ment Integrated Workflow DFA Analytics Creative DoubleClick Studio

  14. Dynamic Ads of tomorrow - intelligent Ads from Teracent • Ads dynamically assembled on the fly according to user profile, media or BT data • Powered by real time performance optimization and insights engine delivering faster results & learning 14

  15. Big performance with remarketing Challenge: ROI was unprofitable and they were overpaying for certain users Solution: Dynamic ads and data optimisation improves relevance with remarketing After Visit Site Before Search for travel… Simple site remarketing One-size fits all image and message Exit to generic landing page CTR: 651% Increase Cost Per Transaction: 79% Decrease Transaction Volume: 230% Increase Earnings: 133% Increase

  16. Online Video…more than an extension of TV Google Confidential and Proprietary 16

  17. Data-driven audience buying DoubleClick Ad Planner Planning DoubleClick for Advertisers Buying Measure-ment Integrated Workflow DFA Analytics Creative DoubleClick Studio

  18. Ad Exchange: An open, real-time auction Publisher1 Networks Liquidity Large unique reach + Sellers Access Agency HoldingCos Publisher2 Buyers Sellers Real-time bidding + Targeting multiple criteria AdWords AdSense • Targeting • Restrictions • Creative • Max CPM bid • Min CPM • Branding • Restrictions

  19. You can also leverage Google Display Network’s toolkit GDN 19

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